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The aggregation of marginal gains
Dave Brailsford / Team SKY Src: http://jamesclear.com/marginal-gains
What do you know about the technical history of your site?
Change of domains?
Staging / dev server address?
Subdomains?
Change of Address vs a 301’d domain
Go here: http://builtvisible.com/change-of-address/ - date ranges aligned in charts so that’s why one is tiny!
Clean-up old subdomains: Redirect or remove − Redirect out unnecessary sub-domains
− Maybe just rel canonical them!
− Robots.txt and remove necessary (dev) domains via GWMT
X-Robots
<?php
$post = $wp_query->post;
if ($post->ID === 22273) { header('X-Robots-Tag:
noindex,nofollow'); }
if ($post->ID === 22273) { header('Location:
http://my.tsohost.com/aff.php?aff=757', TRUE, 302); }
?>
Cannibalisation
Pages with very similar content on a domain or multiple subdomain via http://www.pi-datametrics.com/see-pi-datametrics-at-brighton-seo-2015/
Things that are hard to test but I think they’re important:
−Redirected domains should use same IP as target host
−Match WHOIS records between domains
−Deal with errors at the source
Address Errors on Legacy Domains / Sub Domains − I think managing errors at the source makes a difference
Builtvisible.com errors Caused by a subdomain redirect:
Remember legacy https!
− Without a valid SSL cert on an old domain, you can’t redirect 301 requests
https://seogadget.co.uk >> https://builtvisible.com/
This needs to stay valid for the redirect to be possible…
Still not sure if there’s any legacy stuff indexed?
− site:yourdomain.ie “show me all pages indexed on this domain”
− site:yourdomain.ie –inurl:www “show me all pages indexed on this domain without www”
− site:competitordomain.co.uk -inurl:www inurl:subdomain
− “show me all of this agency’s clients”
Robots.txt doesn’t matter if you’re linking to your dev server all over the place!
Read: http://builtvisible.com/link-equity-and-crawl-efficiency-maintenance/
Spot the difference
− http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Spot the difference
− http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-to-generating-rich-snippets/
− http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Why?
− We’d migrated to the new site and a bunch of pages had their stop words removed because of this setting:
− http://seogadget.co.uk/how-to-install-virtualbox/ − http://builtvisible.com/how-to-install-virtualbox/ − http://builtvisible.com/how-install-virtualbox/
The power of your best links
− Update with new URLs / domains
− Realign anchors to branded
− Promote inbound links and
strengthen them with new links
URL Profile Export Contacts
− Export provides:
− About URL
− Email Addresses
− Contact URL
− Write for Us URL
− Whois Email Addresses
http://urlprofiler.com/
Fast find + disavow directory links
− Search title for “directory” sort by external links. You’re looking for no external links, on very low DA sites with competitive anchors. Suggest for disavow.
Sites That Link to Your Social Profiles, But Not You!
http://builtvisible.com/social-link-intersect/
Start simple: Identify Strong Pages
Read: http://builtvisible.com/start-simple/
Check internal site search − “schema cheat
sheet” was creating a 404 page (no results!)
− Identify popular terms with high exit rate and fix by adding terms into correct pages
Re-use old Guest Posts
I wrote this 5 years ago. Mild rewrite an
republish, it outranks the original
Chop up old infographics − PSD to HTML
− Fiddle around with jQuery
− Dig out & republish the original research in a blog post
Do a survey and take over the story
http://www.google.com/insights/consumersurveys/home
Unlinked mentions − Go deeper, don’t just look for brand, look for product mentions, your CEO etc
− Use talkwalker / fresh web explorer / mention / ahrefs alerts
Technical Checks
− Implement article mark-up / search action schema
− Check for canonical / meta headers / href lang / robots index, follow
− OGP/ Twitter card
− Check www and trailing slash redirects and duplicates
− Do this: http://moz.com/blog/technical-site-audit-for-2015
− Read this: http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
− Get URL Profiler and check for Mobile Friendliness: http://urlprofiler.com/blog/mobile-friendly-update/